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    Title: 動態SMART決策分析 : 以智慧型手機選購為例
    Other Titles: Dynamic SMART decision making analysis : a case of smart phones
    Authors: 陳胤橙;Chen, Yin-Cheng
    Contributors: 淡江大學管理科學學系碩士班
    曹銳勤
    Keywords: 智慧型手機;簡易多屬性評等技術;分析層級程序法;成本效益;Smart Phones;SMART;AHP;Cost-Benefit Analysis
    Date: 2013
    Issue Date: 2014-01-23 13:59:12 (UTC+8)
    Abstract: 蘋果電腦在2007年推出具觸控功能的iPhone手機,在消費者強烈需求的推動下使得全球手機大廠不斷推出新一代的機種,智慧型手機的發展逐漸在作業系統與硬體設備上創造出不同型態的功能與創新。智慧型手機產量逐年成長,面對內容多樣化設計的智慧型手機,消費者該如何選擇合適的智慧型手機並做出購買決策,已成為生產者與消費者主要課題。然而無論是從生產者或消費者的角度,目前並沒有任何智慧型手機的評選模式做為兩者在生產或需求上的決策依據。
    本研究將評選準則分類為硬體與軟體需求的多元準則。此分類準則分別為:作業系統、手機外觀與使用經驗、手機硬體規格、廣告、服務。首先利用層級分析程序法(AHP)蒐集專家意見進行作業系統的評選,其次利用簡易多屬性評等技術(SMART-ROC)進行手機硬體綜合分析。將兩種分析法之結果,建構評選模式。本研究針對目前市場上主要的作業系統,選擇出二十四款智慧型手機,進行實證研究,最後再進行成本效益分析,以提供消費者購買智慧型手機時的決策建議。研究結果顯示目前市場上各家智慧型手機廠商硬體規格已達到極限,即使未來在硬體的發展上有小幅創新,一般使用者也無法分辨其差異。然而,作業系統的差異性卻會影響未來應用程式的發展與系統整合的穩定性,因此作業系統顯著影響消費者購買智慧型手機的意願。此外,成本效益分析的結果顯示消費者不應追求外在效能的部分,而應針對自己的需求,選擇成本效益比值較高的機種。
    In 2007, Apple Inc. introduced the smartphone named as iPhone using a multi-touch interface, which derives the customers with full satisfaction; and then most of the smartphone manufactures begin to make the innovation in their new generation products under the strong demand from the customers. Since the demand in smartphone is dramatically increasing in the near years but we have not any smartphone selection methods for suggestion; therefore, how to make a better decision in the smartphone selection becomes an important work for both of manufactures and customers. In order to cope with such problem, we propose a multi-attribute selection method based on the assessment criteria defined for both of the operating system and hardware specification using AHP and SMART-ROC, respectively.
    For illustration, we choose twenty-four popular smartphones in the market, and then we use the proposed method for analysis based on customer utility and cost-benefit. The results show that the most popular smartphone is not as well as the cost-benefit one. We suggest that most of customers should select their smartphone based on cost-benefit method except he is for Pop communication product.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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